TACTICAL PLANNING CASE STUDIES

At Trinity, we’ve worked on tactical solutions to position our clients for success.

CASE STUDY: Primary market research & market segmentation

CASE STUDY: 

For this large pharma company, Trinity determined the potential success of a product in late-stage development, as well as competitor impact and key drivers of usage.

CLIENT SITUATION:

  • A large pharmaceutical manufacturer with an effective oral oncology product in late-stage development
  • Client was interested in determining its potential success in the market, impact of competitors, as well as key drivers of usage

TRINITY'S ROLE

  • Conducted US and ex-US quantitative market research surveys covering over 600 physicians
  • The surveys utilized a patient simulation methodology to determine usage of the new oral product and its competitors within the oncology treatment paradigm
  • Furthermore, a number of descriptive questions helped determine drivers of use

TARGETABLE PHYSICIAN SEGMENTS:

  • The outcomes from the PMR allowed the client to identify different physician segments and predict their potential usage of the new product

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PROJECT OUTCOMES:

Client utilized findings from research to tailor their promotional targeting of relevant physicians, thereby optimizing their potential product share at launch

  • The research gave the client a comprehensive look into the cancer market landscape today and the potential value proposition for the new product upon launch
  • The outcomes of the market research also enabled the client to gain holistic insights into the specific oncology market, as well as determine a segmentation of physicians that was both interpretable and actionable